It’s no small wonder that Facebook now has 800 billion registered users and growing. All told, the changes at Facebook have stimulated many beauty stores to update their best marketing practices for the service.
• Understand why Facebook is so powerful. While social networking has been around for awhile, (It was done on discussion forums long before Mark Zuckerberg got his first tricycle.) Facebook was one of the services that made such networking so effortless, fun and multifaceted. For example, once people sign up for your fan or business page on Facebook, they immediately receive information about your beauty-retail business in their news feed. They can instantly share your offers to others in their social network and can effortlessly engage in discussions on your Facebook page. Additionally, they can give their opinions about your products or services and can shop on your Facebook page.
• Learn from others. Brian J. Esposito, CEO of AVEYOU Beauty Boutique knows firsthand about the true power of a Facebook presence. He has used his page to build an army of fans for its flash sales, which feature major, across-the-board discounts for a limited time or until a maximum number of orders is reached. “Our most recent flash sale actually crashed our site for 20 minutes,” Esposito says. “We had tens of thousands of customers from all over the world rushing to the site just by our announcement on our Facebook fan page. Gaining someone’s attention in today’s world is very difficult, and Facebook has found a way to do it quickly, efficiently and in a way that causes mass excitement.”
• Get creative with Facebook’s newly unshackled Web design features. For years, Web designers have bemoaned the fact that they were forced to use Facebook’s propriety programming for much of the designing they did on the Facebook site. No more. With Facebook’s latest makeover, the service now offers Web designers complete creative design freedom within specified framed areas of your pages on Facebook. “I, for one, am thrilled,” says Janet Driscoll Miller, CEO of SearchMojo, a Web marketing firm. Essentially, any content that appears within these specially designed frames, iFrames, is no longer subject to the limitations of Facebook’s design language. The content can be easily designed with more robust Web design programs like DreamWeaver or Microsoft Expression. “This is a huge time-saver when you’re trying to program pages to match your corporate brand,” Miller says. “Don’t be afraid to try anything,” adds Jade Andrews, social-media manager at Austin, Texas-based Beautystoredepot.com. “You never know what may or may not work.”
[Image: AVEYOU Beauty Boutique says a flash sale advertised on its Facebook page was so successful that it temporarily crashed its servers.]